Mobile Apps By the Numbers
To app or not to app? Have we reached mobile app saturation? Is their business relevance in a B2C app?
Yes, you need a mobile-first mindset (it will likely come in the form of an app).
No, we have not reached saturation, only maturation.
Yes, your customers want to be more connected with personalized experiences… so give it to them.
It’s a point we use often in our line of business, but there’s really nothing more relevant: mobile internet traffic has now surpassed desktop, and it will remain this way for the foreseeable future, if not indefinitely. There are many reasons for this, the most obvious of which is that mobile offers incredible convenience in an on-demand, on-the-go, always-on world. With devices as powerful as the average desktop computer now hidden away in our pockets or handbags, we have the freedom to work, stream, or interact online from anywhere.
Not only are consumers leading a mobile-centric life, they also now demand a personalized experience from nearly every brand or business they encounter. This bleeds over into the professional world too, as organizations have begun offering their workforce the same benefits. Being able to connect instantly, socially, and collaboratively with your colleagues is an incredibly important and beneficial tool. It’s these “experiences” that will shape the future of the industry.
For years, the primary factor in mobile growth has largely been because of the hardware or devices themselves. Feature phones gave way to smartphones, which led to tablets and later phablets. Now, “ultramobiles” are the dominant device among customers today.
The focus is shifting to the experiences and services offered on mobile and everywhere else; omni-channel experiences, if you will. Mobile will soon be about ubiquity, or the idea that you can get streamlined and relevant services anywhere, at any time. Whether you prefer an iPhone, Android, or something else entirely, you should expect to receive the same experience and service from a brand. The same is true for consumers and your workforce. Your employees will want the same mobile-heavy and dedicated experiences you’re offering to everyone else.
Like it or not, apps are here to stay, and the earlier you get involved the better of you will be from a business and growth standpoint.
The Global Marketplace
Though recent reports may indicate that mobile app saturation has lead to decreased downloads, it’s important to note that is not a global indicator across all users, all industries, all segments. In a recent article “Apps aren’t dead, they’ve just evolved”, the two most important things to consider about when it comes to the app space for your business are:
Some of the very best apps never get opened — they’re the ones that can send the relevant information before the user even has time to think
As apps begin to overlap, more and more companies have started integrating with other apps to increase their usage.
Mobile app marketplaces - Google Play and iTunes included - have millions of apps available. In fact, mobile apps still have an incredibly viable and long-lasting shelf-life and can offer quite a bit to the modern customer experience. Downloads for iOS and Google Play are collectively growing more than 8% year over year, indicating that user interest isn’t slowing down or dissolving. More importantly, mobile apps tend to have higher engagement ratings than mobile-optimized or desktop web variants with a 100% to 300% higher conversion rate. So not only are users downloading apps, but they are actually using them too.
Across the most mature markets, mobile users are spending up to two hours every day within their preferred apps. That is equal to over an entire month’s worth of time, each year. Furthermore, well over 40 countries will generate 100 million plus each, in consumer spending during 2017. That’s for both the iOS App Store and Google Play combined.
Both of these stats show the evolution and sheer impact of having a mobile presence. They don’t just show the opportunities and availability mobile offers your business, but the importance of having a native experience for your audience.
The Meeting Marketplace
In a sample 30-day study of new and existing users across the executive briefing and meeting industry, we were able to identify proof-worthy stats that show that not only are users downloading an app… they’re actually using it. Quite a bit frankly, with a 51% average login rate for 1-day meetings.
In addition to login rates, we also tracked high engagement numbers for different activities in the app given the short timeframe most of these meetings were occurring within. Users collectively contributed the following:
Over 14,000 total app sessions
Nearly 8,000 times notifications were viewed and accessed
Over 3,000 in-app surveys took place with trackable insights
This data was aggregated across 6 different high-profile tech companies where we were also able to extract standard meeting data happening at this EBCs.
The average number of meetings is 19 per month, with 17 people per meeting.
The most active EBC had 73 meetings in a 30-day timeframe.
The largest meeting had 154 people in attendance with a 66% login rate.
Of course, you can’t take the stats from a single app or performance-based report and apply it to the entire industry, but it does make a great case for a mobile-first customer experience journey that works, works for your customers, and works for your business. We’ve got the proof!